Digital Asset Management 2008-09-03

1. Introduction 1.

Outline

Outline Boot Camp

Outline Boot Camp Industrial Analysis

Outline Boot Camp Industrial Analysis Case Study

1.1. Boot Camp

What is Digital Asset Management? Tool for organizing, storing and retrieving content in digital format downloading, renaming, backing up, rating, grouping, archiving, optimizing, maintaining, thinning, and exporting... Includes: text, video, images, movies, sound, and 3D content 5

Examples of Digital Media Illustrations Photographs

More Digital Media Sound Movies Animation

3D content 8

Document Hypermedia document Text

Why Do We Need DAM?

Why Do We Need DAM? Average creative person looks for a media file 83 times per week

Why Do We Need DAM? Average creative person looks for a media file 83 times per week Fails to find it 35% of the time

Why Do We Need DAM? Average creative person looks for a media file 83 times per week Fails to find it 35% of the time DAM reduces failure to 5%

What Can DAM Do for You?

What Can DAM Do for You? Catalog large numbers of formats

What Can DAM Do for You? Catalog large numbers of formats Create a visual category using thumbnails

What Can DAM Do for You? Catalog large numbers of formats Create a visual category using thumbnails Add keywords, data fields

What Can DAM Do for You? Catalog large numbers of formats Create a visual category using thumbnails Add keywords, data fields All fields can be searched

What Can DAM Do for You? Catalog large numbers of formats Create a visual category using thumbnails Add keywords, data fields All fields can be searched Select images for an electronic gallery - specific lecture topics

What Can DAM Do for You? Catalog large numbers of formats Create a visual category using thumbnails Add keywords, data fields All fields can be searched Select images for an electronic gallery - specific lecture topics Share over the internet

Rules of sound DAM Systematize Don t rely on your memory Be comprehensive Build for the future Do it once... But don t overdo it 12

Browsers v.s. cataloging DAM faster allows user to have virtual sets. knows where stuff is supposed to be. allows faster backup of important sorting work. allows you to work with offline images. 13

Browsers v.s. cataloging Browsers: Bridge Photomechanic Fotostation 4.5 Cataloging software Canto Cumulus, Extensis Portfolio iview Media Pro, imatch ACDSee 14

Commercial Growth of Asset Management Expenditures Dollars (millions)

Solutions From most extensive and expensive to least financially damaging

Solutions From most extensive and expensive to least financially damaging Enterprise solutions

Solutions From most extensive and expensive to least financially damaging Enterprise solutions $35,000 + (can be in millions)

Solutions From most extensive and expensive to least financially damaging Enterprise solutions $35,000 + (can be in millions) Middle tier - interdepartmental

Solutions From most extensive and expensive to least financially damaging Enterprise solutions $35,000 + (can be in millions) Middle tier - interdepartmental $3,000 - $5,000 +

Solutions From most extensive and expensive to least financially damaging Enterprise solutions $35,000 + (can be in millions) Middle tier - interdepartmental $3,000 - $5,000 + Desktop level

Solutions From most extensive and expensive to least financially damaging Enterprise solutions $35,000 + (can be in millions) Middle tier - interdepartmental $3,000 - $5,000 + Desktop level $100-500 + (depending on server requirements)

Desktop Solutions

Desktop Solutions Avid Technology - Alienbrain Extensis - Portfolio Canto - Cumulus Each of these programs is easy to use. Demonstration copies are available on the web at www.alienbrain.com (Alienbrain) www.extensis.com (Portfolio) www.canto.com (Canto)

1.2. Industrial Analysis

The Big Picture Structured Data Semi-Structured Data Content Rich Media High-Touch Interactions Marketing Campaigns Claims Proposals Training Product Catalogs Simple Transactions And Workflow Invoices Orders Customer Records Payments While the long-standing goal of IT has been to get the right information to the right people at the right time, until only recently IT has been limited to processing simple transactions of structured data. Press Releases Source: eforce

The Technological (Cost) Drivers Structured Data Semi-Structured Data Content Rich Media High-Touch Interactions Simple Transactions And Workflow Reduced cost of computation While IT s heritage is deeply rooted in databases and transaction processing systems, its future also includes managing rich media and supporting high-touch interactions and decision making across the value chain Reduced cost of storage and transmission Source: eforce

The Business (Benefit) Drivers How many digital assets does your organization currently manage and use, including product photos, logos, graphics, illustrations, brochures, ads, presentations, PDF files, Microsoft Office documents, files, videos, etc.? How often do these digital assets change? Is there business pressure to improve IT support for expanding marketing, sales, and support channels? How many different people in different locations in different organizations need access to these assets for ads, web-sites, catalogs, point-of-purchase displays, emails, sales presentations, training, and other applications? What file formats do they need? What technologies and processes are currently in place to manage these digital assets? What if stakeholders could get to these digital assets cost effectively through web-based systems? Are you being forced to do more with less?

Current State There has been exponential growth in the number of digital assets. Knowledge workers spend 40% of their time looking for information. (Forrester Research) 70% of content is recreated rather than re-used. (Forrester Research) The worldwide digital asset management (DAM) market is growing at 54% CAGR, exceeding $1B in 2004. (Frost & Sullivan) The average cost to create the 20,000 to 50,000 brand assets which comprise a global brand is $20 million. (Forrester Research) Widespread use of rich media to enhance web-sites has spurred the growth of the Digital Asset Management (DAM) market. DAM is on its way to becoming an integrated capability within enterprise content management strategies. (GartnerGroup) DAM may become the next wave in corporate automation following CRM and ERP.

DAM: Past and Present Digital Asset Management initially established Niche Markets, including Publishing, Media and Entertainment Broadcasting Media Asset Management etc. Digital Asset Management is now on the Verge of Going Mainstream Integration into Enterprise Content Management and Document Management Strategies Cross Industry Financial Services, Pharmaceuticals, Consumer Packaged Goods, etc. Mainstream Vendors

What is Digital Asset Management? B2B Cross Value Chain Users Licensing and Royalty Workflow Legal Ownership and Rights Many Languages/Territories More and Layered Content Types Very Large Content Digital Asset Management Enterprise Users Creative Workflow Departmental Ownership Few Languages/Territories Web Content Types File Type Conversion Content Management Cross Departmental Users Business Workflow Role Ownership Specific Document Types Asset Storage Document Management Asset Location Search and Retrieval Asset Description Asset Identification Asset Management Source: eforce

Content Management and DAM It s just another binary file type is a superficial response But so is, It s just managing brand assets Digital Asset Management involves Much higher storage volumes More complex ownership and usage rights More complex content (layers) However, an organization needs a unified content management/digital asset management strategy to avoid unnecessary costs in hardware, licensing, software development and support

Content Management, DAM, and Portals High-Touch Interactions Structured Data Semi-Structured Data Claims Proposals Content Rich Media Marketing Campaigns Training Product Catalogs Digital Asset Management is often integrated with a portal solution in order to gain comprehensive benefits such as: Profiling and personalization Business transactions Back-end system integration Legacy content integration Simple Transactions And Workflow Invoices Orders Customer Records Payments Press Releases If the business goals are cross selling, up selling, and self support, it is likely to be a hybrid solution Portal Spans All Areas

The Software Vendors Market research company GISTICS, who has tracked the Digital Asset Management market for years, identifies as many as 616 "DAM solution providers" and 1246 "knowledge asset management solution providers" in the market. DAM Vendors Artesia, MediaBin, NorthPlains, WebWare Established in Media and Entertainment & other industries Small (50 150 employees, $20M revenue) Go Mainstream or Stay in Niche? CM Vendors Interwoven, Vignette, Vignette has Artesia Adapter Interwoven acquired MediaBin Build, Partner, or Buy? DM Vendors Documentum, Stellent, Moved into Content Management More Market Share App Server/Portal Vendors Sun, BEA, IBM, Oracle, ATG, BV, Transactions and Digital Assets? Market Cap and Market Share Next Step? Anticipated Integration

Interwoven/MediaBin + Sun Interwoven recently acquired MediaBin MediaBin has more than 50 enterprise customers: Reebok, Delta Air Lines, Microsoft, Samsonite, John Deere, Harrah s, etc. Basic MediaBin/TeamSite integration exists MediaBin to be integrated with Interwoven s MetaTagger Intelligence Server, Open Deploy Distribution Server, and Content Services layer for web services support Sun Java System Portal and Identity Servers provide ability to integrate solution into an enterprise portal strategy, supporting centralized, secure and personalized portal access to enterprise applications and content

Digital Asset Management Case Study

Case Study #1: Music Publishing Leading music publishing firm: own 1.5m song copyrights and supports 132 countries and territories Client needed a means to further maximize and manage the value of the song copyrights that it owns through promotion, licensing and royalty processing Client decided to turn all their internal processes and data outward, making them available to business partners and associates everywhere, at all times Key technical aspect was integration of numerous IT systems including five territorial databases, search, application server/portal not just simply a packaged DAM system deployment Outcome was the world s largest digital rights management system

Case Study #2: Cable Television Leading cable television network: multiple premium channels/multiple multiplex channels Client needed more effective means to provide affiliates access to digital assets: marketing materials, programming information, ads, etc. Client also needed ability to request print materials and to order services (ecommerce transactional back-end integration) Client required a single 3rd party system integrator that could: Span technologies: Digital Asset Management, Content Management, Application Server, Portal Span core competencies: Creative Design, Back-end Integration, etc. Take over where a previous 3rd party systems integrator left off

Case Study #3: A Digital Asset Management System at University of Michigan? Create a robust infrastructure to ingest, manage, store and publish digital rich-media assets and their associated metadata. Streamline the workflow required to create new works with digital rich-media assets. Build an environment where assets are easily searched, shared, edited and repurposed in the academic model. Provide a campus-wide platform for future application of rights declaration techniques (or other IP tools) to existing assets.

Orientation of DAMS at the UM Infrastructure level Tuned for rich media (time-based) video audio 3D VR modeling and animation Capability for non time-based data (text, numerical data, still images) Metadata collection and management: automated or semi-automated Campus-wide availability Not primarily a content management tool nor production tool Coordinate with planned campus storage management practice Distributed management (authorization, roles, access lists) Integrated with centralized campus data services Plan for digital rights-declaration/management services

What is the place of DAMS in the campus infrastructure? Publishing: Teaching, Collaboration, Production, Distribution, Broadcast Institutional and Individual Assets Applications, Course Management Systems, Production Systems DAMS Storage Network

DAMS Component Services Producers Collaborators Audience Media Appliances Campus Users Studios Remote Users Authoring Stations Course Mngmnt Campus Services Campus Broadcast Secure Web Print Publishing Public Web Ingest Manage Publish Encode View Traffic Transcode Metadata File Serve Metatag Access Streaming Proxies Workflow Broadcast Store Enterprise Data Version Web Pub. Encrypt Check in/out Printing DRM CD/DVD Store Unit Unit Unit Unit Unit Unit Near-line Offline Near-line Offline Near-line Offline Near-line

DAMS Living Lab Configuration Remote Source: Telestream ClipMail Pro FTP upload of existing digital file Asset Processing Local source: Tape Deck Live Media Stream Scanner Existing Digital File Resource Manager Virage Encoding & Logging Metadata Extraction Speech-to-text Voice, face recognition Telestream Flipfactory Transcoding Metadata Extraction Proxy Creation Streaming Servers IBM VideoCharger Apple QuickTime 1 TB storage Remote iscsi Storage 1TB Accept Media Server Metadata creation Version control Check-in/out Workflow XML Websphere IBM Content Manager Metadata Mngmnt. Resource Management Security Cosign single sign-on DB2 SMART Self-Management And Resource Tuning Tivoli Storage Management Library Server